
Creating content as an esthetician can feel challenging, especially when you want your focus to be on the client’s experience. Creating engaging skincare content can help you bring in more clients and show progress as you learn and grow. This blog will share some tips on how to get your audience to engage with your content and boost your business. When it comes to skincare and self-care, it is important to share that all types of people can benefit. Remember to be informative, fun, and open to questions when creating content.
Use A Mix Of Formats
One of the best ways to avoid becoming stagnant on social media is to share multiple types of content. Social media continues to expand, offering the ability to share multiple still photos, portraits, videos, long-form options, and short-form. The best way to keep your audience engaged and showcase all that you offer is to mix up formats! Post on your stories, your feed, make a reel, or cross-post from Instagram to TikTok.
Additional ideas:
- Post last-minute openings on your Instagram stories
- Share a day in your life through pictures on stories, or a video
- Post still before and after photos on your Instagram feed
- Share tips in infographics on how to prepare for the X service
- Makeup tips or event looks that people can follow for their next event
Provide Information For The General Public
It is important to remember that your profile is often public and going to be seen by many different types of people. This means that your content should not revolve around just tips that work for you, one specific skin type, or one type of client. For example, if you only share photos of one client, customers may be turned off from booking with you because they don’t feel represented. They may also assume you don’t have experience working with darker skin tones, acne-prone skin, or older clients. When you are creating content, make sure you have a range of clients posted to your account, and you provide product recommendations for each skin type.
Stay Up To Date With Content Trends And Influencer Recommendations
One of the best ways to get your content seen by others is to post where most users are already engaging. Looking at what makeup or esthetician influencers or popular med spa accounts are posting can help you adjust your content. For example, some makeup trends or sounds will become extremely popular on TikTok or Instagram, and making a video that fits this trend will push it out to more people.

It can also be beneficial to look at what products influencers are sharing with their followers. If you see a product you also love, try featuring it in some of your videos or offering it for sale in your salon to local customers. If influencers are promoting a product that may be harmful to your skin, make a video debunking the myths or share why consumers should avoid it.
Highlight Products For Each Season
Sharing different products for each season goes back to the tip mentioned previously about marketing your content to multiple different audiences. Sharing skincare routines for each season will help customers keep up with their habits and the look of their skin, even if the weather makes a drastic change. Some consumers may not know that skincare products should change with the seasons, so providing them with this knowledge could make them turn to your account for more insight in the future.
Show Your Audience The Results
One thing that has almost always been true with social media is that users want to see the finished result. Whether it is a good before-and-after video of a home remodel or just the end of a juicy story, giving your audience that finality will keep them coming back for more. Estheticians have a great opportunity to share before-and-after content, whether it be makeup looks, the process of someone healing their acne or rosacea, or a brow lift and tint transformation.
Many of your current followers are often looking to change something about their routine or gain more confidence in their features, so sharing the results of others or that your products can help sales to skyrocket.
Share Secrets And Hacks
Giving insider info is another way to help more users engage with your content, especially if you can provide them with quality information that will improve their daily routine. Sharing skincare secrets and hacks is a creative way to get more people to engage with your photos and videos, without having to do too much work. Estheticians have access to specialized knowledge that the average person may not know. Share worthwhile hacks that will make doing makeup easier or a dupe for a popular, but expensive, product.

Learning From The Skin Institute
Our team at The Skin Institute offers quality education for those seeking a career in esthetics. Our teachers will help prepare students to work in medical spas, hair salons, or open up their own practice. All students learn professional skin care techniques, makeup application, brow and hair services, waxing, and many other services to help them stand out from other estheticians in the area. The Skin Institute is dedicated to providing a quality education so that you can help clients meet their skin care goals. Reach out to us to get into our basic or master courses today!